Getting started with Local Services Ads

With Local Services Ads, you can advertise your business on Google and receive leads directly from potential customers. These leads come in as phone calls and messages sent through your Local Services ad. You can reply to messages, track bookings, and manage all your leads anytime online and through the app (Android, iOS). Messaging is currently only available in the U.S. and Canada.

Benefits of Local Services Ads

  • Opportunity to appear in the Local Services Ads unit at the top of Google Search results.
  • Connect with potential customers who are searching for services you provide and are most likely to book.
  • Make use of simple tools to help you get started and create a personalized profile.
  • Use the mobile app to communicate with customers at any time (English only).
  • Build trust with the Google Guarantee or Google Screened .
  • Pay only for leads related to your business and the services you offer.
  • Customers choose you: You only hear from customers who have specifically selected your profile out of all the rest.
Note: If you’re Google Guaranteed, you may also be listed as a local provider on the Assistant. You won’t pay for this service. This feature is currently only available in the US and Canada.

How Local Services Ads work

The Local Services unit is shown at the top of Google Search results when people search for the services you offer in areas you've chosen. Potential customers can click or tap on your ad to either call you or send you a message request (US only). They can also schedule a booking with you directly through your ad. Learn how to Manage leads and jobs (US only).

When a customer reaches out, you'll get an email and notification from the Local Services Ads app. From this point on, the lead is yours to turn into a customer.

To ensure you continue to receive messages, respond to as many of them as you can (even if you decline to provide the requested service). If you regularly fail to answer calls or respond to messages, your ad ranking may be affected.

Note: Booking leads aren't available for health care verticals.

Google Screened Ads

Google Screened helps professional service firms build a trusted reputation online. Businesses with this badge go through extensive background and license checks. In the US, businesses with this badge go through extensive background and license checks. In the UK, professionals with this badge are checked for licenses (if applicable), as well as business registration and insurance.

On Local Services listings, you will find the Google Screened icon next to these businesses. Learn more About Google Screened.

Google Guaranteed Ads

Google Guarantee helps home service providers build a trusted reputation online. Providers with this badge go through extensive background and license checks. In the US, providers with this badge go through extensive background and license checks. In Europe, providers are checked for licenses (if applicable), as well as business registration and insurance.

On Local Services listings, you will find the Google Guarantee badge next to these providers. Learn more about The Google Guarantee.

License Verified by Google Ads

The License Verified by Google badge helps users understand health care practices’ and providers’ qualifications and licensing. Providers and businesses with this badge go through extensive background and license checks.

On Local Services listings, you will find the License Verified by Google icon next to these providers or businesses. Learn more About License Verified by Google.

Pre-Badge Ads

We’re also offering a way for providers who have passed preliminary checks to begin getting leads from Local Services Ads while they’re completing the remaining required onboarding checks (all onboarding requirements are needed to go live with the Google Guarantee or Screened badges).

Requirements to go live with Pre-Badge Ads

  • License (or business registration if we do not require you to submit your license)
  • Accepting that you have the appropriate licenses to do business
  • Reviews (subject to category requirements)
  • Completed your billing and set your budget

Requirements to go live with Pre-Badge Ads for Professional verticals

  • License (or business registration if we do not require you to submit your license) in the US
  • Business registration in the UK
  • Headshots
  • Reviews (subject to category requirements)
  • Completed your billing and set your budget

With Pre-Badge Ads, the provider’s Local Services listing will appear in consumer search results, but be placed under all providers who have completed all onboarding requirements and have obtained the Google Badge.

Note: Pre-badge ads aren't available for health care verticals.

Getting started

At this time, Local Services Ads are available only for certain service categories.

To check if Local Services Ads are available in your area, check your business eligibility.

Check eligibility

  • Acupuncturist
  • Allergist
  • Animal rescue
  • Appliance repair services
  • Auto body shop (California and Florida only)
  • Auto repair shop (California and Florida only)
  • Bankruptcy lawyer services
  • Barber shop (California and Florida only)
  • Beauty school
  • Business lawyer services
  • Carpet cleaning services
  • Carpenters
  • Car wash and detailing (California and Florida only)
  • Cellphone and laptop repair (California and Florida only)
  • Child care
  • Chiropractor
  • Contract lawyer services
  • Criminal lawyer services
  • Dance instructor
  • Countertop services
  • Dentist
  • Dermatologist
  • Dietitian
  • Disability lawyer services
  • Driving instructor
  • DUI lawyer services
  • Electricians
  • Estate lawyer services
  • Family lawyer services
  • Fencing services
  • Financial planning services
  • First aid training
  • Flooring services
  • Foundations services
  • Funeral home
  • Garage door services
  • General contractor
  • Handyman
  • Hair removal (California and Florida only)
  • Hair salon (California and Florida only)
  • Home inspector
  • Home security
  • Home theater
  • House cleaning services
  • HVAC (heating or air conditioning)
  • Immigration lawyer services
  • Insurance agency (California and Florida only)
  • IP lawyer services
  • Junk removal services
  • Labor lawyer services
  • Landscaping services
  • Language instructor
  • Lawn care services
  • Lawyers
  • Litigation lawyer services
  • Locksmiths
  • Malpractice lawyer services
  • Massage school
  • Moving services
  • Nail salon (California and Florida only)
  • Ophthalmologist
  • Optometrist
  • Orthodontist
  • Personal injury lawyer services
  • Personal trainer
  • Pest control services
  • Pet adoption
  • Pet boarding
  • Pet grooming
  • Pet training
  • Piercing studio (California and Florida only)
  • Physical therapist
  • Plumbers
  • Podiatrist
  • Pool cleaner
  • Pool contractor
  • Preschool
  • Primary care physician
  • Real estate lawyer
  • Real estate services
  • Roofers
  • Sewage system
  • Siding services
  • Snow removal
  • Solar energy contractor (California and Florida only)
  • Storage (California and Florida only)
  • Tax services
  • Tattoo studio (California and Florida only)
  • Tire shop (California and Florida only)
  • Traffic lawyer services
  • Tree services
  • Towing (California and Florida only)
  • Tutor
  • Veterinarian
  • Water damage services
  • Weight loss service
  • Window cleaning services
  • Window repair services
  • Yoga studio

Accessing your Local Services Ads account

You can access your Local Services Ads account anytime online and through the app (Android, iOS). Using these tools, you can:
  • Receive and manage leads
  • Communicate with customers about their requests and record notes
  • Track your leads
  • View reports about your ad's performance
  • Pause your ad if you’re too busy to accept new leads
  • Adjust your budget
  • Track your bookings (US and Canada only)
  • Dispute charges (US and Canada only)
  • Ask for reviews (US and Canada only)
Note: If you are advertising through a partner affiliate, your profile information is provided to us by the partner affiliate directly. Learn more about Partner affiliate providers.

Get Started

Sign up today or contact our sales team for more information or help creating your account.

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Be the business backed by the Google Guarantee and attract new customers. With Local Services Ads, you’ll appear at the top of Search, connect with customers in your area, and only pay when a customer gets in touch from your ad.

Sign Up Today

or Call 1-877-824-3983 to get started

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